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Platforms Featured Southeast Asia

Beauty & Lifestyle platform Clozette is now TheBeauLife

Singapore – Beauty & Lifestyle online platform Clozette has undergone a major rebranding to now be called TheBeauLife (thebeaulife.co) – complete with a new website look. 

Digital marketing company Clozette Group which owns the platform said that the rebrand is with the aim to address the needs and interests pursued by today’s ever-evolving consumers. It said that the website revamp forms part of its company-wide initiative to expand its digital marketing services and “to evolve and grow with its readership and target audiences.”

The Singapore-headquartered Clozette Group which was established in 2010 has built Clozette as a content destination for beauty and lifestyle. The company said the new TheBeauLife has been designed with today’s consumers in mind. More than an information platform, TheBeauLife aims to be a community of life-loving individuals whose mission is to inspire, uplift, and set readers up for “a beautiful life on their own terms.”

“As consumers seek alternative ways to decompress in this transformed world, we are excited about our new areas of focus to address the shifts in consumer preferences and trends,” said Becks Ko, editor of TheBeauLife and head of content for Clozette Group. 

“In addition to beauty, we are expanding our content expertise to other topics close to the hearts of our readers, from mental health empowerment to sustainability. Our core values and content pillars remain intact but refined – to speak of the current, to the current,” added Ko.

Meanwhile, Roger Yuen, CEO of Clozette Group, commented, “As we cross our first decade, the company has evolved into a full-service digital marketing company anchored on content that performs. Our in-house production capabilities and an array of digital assets, along with our network of more than 10,000 creators and influencers with over 2.5 billion combined followers, are designed to help brands create, deliver, and optimize campaigns across multiple channels, engaging consumers at every stage of their journey to deliver results.”

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SME Featured Southeast Asia

CREA to build cross-border global platform network with SuperOrdinary following minority stake

Singapore – CREA, the one-stop omnichannel solution for brands established by Lazada co-founders, has recently secured a US$25m investment from SuperOrdinary, the global distributor of leading beauty brands. SuperOrdinary will be taking a minority stake in the SEA-based commerce enabler, and within this, the two announced that it will be developing a new cross-border global platform network.

SuperOrdinary’s portfolio includes beauty brands Drunk Elephant, Malin + Goetz, The Ordinary, and Supergoop!, among others. The new global platform network will allow each company’s respective portfolio to expand into new markets. 

The partnership means consumers in Thailand and Southeast Asia will have an increased choice of global beauty brands to choose from when shopping. CREA said that brands will also benefit from easier regional market entry via a single solution. 

Aimone Ripa di Meana, CREA’s co-founder, said that Southeast Asia presents a unique opportunity for global brands with young digital-savvy consumers increasing their consumption power and avidly engaging with global trends through digital media. 

“Entering these markets with a digital-first approach is key and CREA is uniquely positioned to enable this opportunity with an omnichannel strategy,” di Meana said. 

CREA Co-Founder Alessandro Piscini added, “CREA has built a unique value proposition through our proprietary technology, CUSP, logistics infrastructure, and a world-class team that makes entering Southeast Asia simple for global brands.”

CUSP is CREA’s omnichannel technology platform which carries business insight, order management, purchase management, and catalogue management capabilities. 

Julian Reis, CEO and founder of SuperOrdinary, commented, “Digital commerce in Southeast Asia is experiencing an unprecedented boom and CREA’s team has played an integral role in allowing its portfolio of more than 70 prominent lifestyle brands to capitalize on this trend.”

CREA started in Thailand in 2019 with current presence expanding to Malaysia and Singapore. The company said it’s eyeing to open in Vietnam, Indonesia, and The Philippines in the near future. 

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Marketing Featured South Asia

Sephora India appoints RepIndia anew for social media duties

India – Global beauty and personal care brand Sephora in India has renewed its partnership with digital agency RepIndia to handle its social media business.

The agency has won the rights to retain the brand on its books to continue building the French premium brand’s pan-India presence on digital channels. The partnership between the two began in 2015.

Internationally, the brand operates over 2700 stores in 35 countries. According to the agency, Sephora India is driven by the purpose to create ‘a welcoming beauty shopping experience’.

The brand is not new to crafting innovative user experiences which include the use of AR and 3D images that let customers try out products virtually on their website. RepIndia’s task is to bring to life similar disruptive and engaging experiences on digital to serve the needs of increasingly beauty-conscious Indian audiences.

Ayesha Chenoy, the agency’s founder, commented, “My favorite beauty brand, and a client who has become a friend now for over 6 years! Sephora, you’re going places and we’re right there with you.”

Meanwhile, a marketing spokesperson of Sephora India said, “The one-stop-shop for all things digital marketing! RepIndia precisely understands the brand ethos of Sephora India and executes it immaculately via our social media.”

Aside from the current remit, RepIndia has also recently announced its two newly acquired accounts from Singapore-based brands, escrow platform Tazapay, and kitchen appliance brand Rotimatic. The agency said the new partnerships mark its expansion outside India.

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Marketing Featured ANZ

Beauty brand L’Occitane Australia hands media strategy, buying duties to Audience Precision

Australia – The global skincare brand based in France, L’Occitane, has appointed media strategy consultancy and technology business Audience Precision to handle its Australian media strategy and offline media buying.

L’Occitane is known for delivering beauty products and cosmetics in marketing that utilize natural and traceable ingredients. Its products are revered for their luxurious scents and textures, and through their environmental and social commitments.

As part of the mandate, Audience Precision will be providing insights, media strategy, and offline media buying to L’Occitane Australia, which has 56 retail boutiques nationwide.

Haydon Bray, the global CEO of Audience Precision, said that the L’Occitane team is well-known for their commitment to sharing their product and brand ethos globally, and their role will be able to help the brand connect with their Australian audiences. 

“Our ability to align insights to actionable media strategies and activate offline media buying for the Australian marketing team were key drawcards for the brand and we’re really looking forward to activating this next phase in the company’s growth here,” said Bray.

Meanwhile, Pam Wilson, L’Occitane’s marketing director, commented, “We’ve been looking for a partner to help us take our media strategy to the next level. We were very excited with Audience Precision’s insights and ideas and we can’t wait to start our collaboration,” said Wilson.

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Marketing Featured East Asia

HK’s SaSa to close about 20 stores, eyes stronger O2O business

Hong Kong – Hong Kong-based beauty and personal care chain SaSa has announced in its latest financial results for the year 2020/2021 that it is expecting to close 15 to 20 stores throughout the year. 

SaSa is only one of the many businesses that have shut down operations as a strategic move over pandemic-induced economic downturn. According to the company, the markets of the Hong Kong and Macau SARs dealt a severe blow to the group’s sales performance with the pandemic bringing tourism to a standstill. 

Since the beginning of February 2020, the cumulative number of Mainland Chinese visitors in the Hong Kong SAR up to now has plunged to almost zero year on year, and due to social distancing initiatives imposed by the Hong Kong SAR government, local consumer sentiment has also been dampened. 

SaSa’s brick-and-mortar stores are established in Hong Kong SAR, Macau SAR, and Malaysia. 

SaSa
Inside a SaSa store

Overall, the group’s retail sales in the markets of the Hong Kong and Macau SARs dropped by 58.1% year on year, while its same-store sales decreased by 54.4% during the financial year. Meanwhile, in Malaysia, turnover decreased by 34.9% in the financial year. 

Due to the movement control orders in Malaysia, the group’s stores were temporarily closed for nearly 100 days in total. As of 31 March 2021, the total number of SaSa’s retail stores in Hong Kong and Macau SARs was reduced from the peak of 118 two years ago to 100. Among closed stores in Hong Kong SAR, 80% were located in tourist districts. 

With this, the company has expressed plans to leverage its online sales and deliver an enhanced customer experience by combining online with offline. 

Sasa
SaSa’s current website

Compared to offline sales, the beauty retail chain’s online business had been looking up, rising by 45.4% to HK$501.3m accounting for 16.5% of the total turnover from the group’s continuing operations, up from 6% in the previous financial year. 

The company shared that the group’s long-term vision is to grow businesses beyond brick-and-mortar operations. By growing the share of sales from online platforms, it trusts that it can help reduce its reliance on physical stores. 

“Through persistently adjusting and rationalizing the store network, the group could improve its overall cost structure and lower the breakeven point for the traditional retail business, thus reinforcing its competitiveness and profitability in the long term,” the group said.

The group will work to further realize the complementary effects of combining the advantages of online business and physical stores to improve both customer experience and the group’s profitability. 

It plans to execute the integration of online and offline operations. The group said that it will be improving inventory and logistic arrangements to provide a seamless O2O customer experience. For SaSa, the O2O business offers a more favorable gross margin and basket size owing to the element of personal service when compared to pure online sales channels. All these mean a more attractive profit margin for the O2O business, an area that the group wishes to develop to its fullest potential.

Dr Simon Kwok, SBS, JP, the chairman and CEO of the Group, said that online business has become the new focus of the retail industry, and that they are dedicated to expediting development in the new retail landscape by investing more resources in their online business, unceasingly strengthening the brand and adjusting their product portfolio. 

“The Group will also proactively propel businesses beyond our core markets in Hong Kong and Macau SARs and promote the online business, thus diversifying and expanding our revenue portfolio and customer base and creating value for our stakeholders in the long term.”

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Marketing Featured Southeast Asia

PH makeup brand Sunnies Face extends to MY, SG on Lazada

Manila, Philippines – Philippine makeup brand Sunnies Face has now made available its products to Malaysians and Singaporeans through its flagship store on Lazmall, Lazada’s in-app digital mall. 

The brand revealed its digital expansion in both countries through its official Instagram account. On a post Saturday, it shared a screenshot of an article from Harper’s Bazaar announcing the launch of its Lazmall store in Singapore, and only a few days after, another post sharing the news on its store on Lazada Malaysia. 

It posted an animated GIF of its products alongside candies and sweets, with the text “Apa Khabar Malaysia?” or “How are you, Malaysia?” The caption read, “a sweet treat for our friends in Malaysia @sunniesface is now available on lazada Malaysia!” 

Sunnies Face’s main branding strategy is designating in each of its products a unique name. It offers matte lipsticks, which are called “Fluffmattes,” while their other products such as blush-ons, brow makeup, and skin highlighter are called Airblush, Lifebrow, and Glow Boss.

Since its launch in 2018, the brand has been extending its availability outside the Philippines, first launching in China in late 2019 via eCommerce sites TMALL Global and RED.